There’s little doubt that Apple changed the music, mobile and PC industry with its three-pronged iTunes, iPhone and iPad strategy. But since changing the mobile landscape, Apple has been accused of not innovating enough by critics. But Apple has stood bravely in the face of slow growth in emerging markets, coupled with the steep incline of Android adoption. CEO Tim Cook has time and again brought up exciting projects that Apple is working on. Many believe that Apple is planning a bigger role for its Apple TV offering and will also make a entry into the fast-growing wearables segment with the iWatch.

But another front where Apple is trying to make inroads in is in-care entertainment. Apple unveiled iOS in the Car at WWDC last year, but the Financial Times reports that at the Geneva Motor Show, Apple will show off its “first in-car operating system with Ferrari, Mercedes-Benz and Volvo”. This would take it one step further from iOS in the Car, which essentially showed you the iPhone’s screen on your car’s display.

Apple looks to automobile sector for growth

Google got out of the gate quicker than Apple with the announcement of the Open Automotive Alliance, but Apple is preparing to go one step further and show off the software that could soon power some of the most popular cars in the world. If you recall Apple has been in the news over the past month or so after reports of possible takeover talks with Tesla Motors, emerged. But even though there was no real meat in that speculation, Apple seemingly had other plans in place. FT says that the deal will mean Apple is using its software in non-Apple devices for the firtst time. And while the official announcement next week will talk about the initial automobile partners, Apple is reportedly on course to sign up more manufacturers in 2014.

The report goes on to say that “Drivers will be able to use Apple Maps as in-car navigation, as well as listen to music and watch films.” Reportedly, the system would route calls to your phone, which we are presuming has to be an iPhone. Siri will be integrated into the system for voice-based interaction and text-to-speech.